Slides from Social Media for Fundraising workshop for Cambridge CVS on 19th August 2014

1. Cambridge CVS
19th August 2014
Cambridge
Paul Webster – Digital Skills Advisor & Community Builder
@watfordgap
Using Social Media For Fundraising

2. Telling your story online
The importance of a social media plan
Funding websites, some of the platforms
What is Crowdfunding and examples of use
How to use social media websites to boost income
Some ideas for the future
Session Topics

3. How can we raise funds on-line?
Channels
- Websites
- Social Media / Networks
- Mobile Platforms
Important to look at how all 3 combine

4. Do you raise money from the community to
support the work of your organisation?
Does your organisation use ICT?
Do you use any Digital Tools for fundraising?
About You

5. Lets play a game!

6. “Social Media. They get all excited about gleaming technology
and clever gizmos. They talk in acronyms and begin sentences
with: “Did you know you can..” The rest of us just want to get on
with campaigning, fundraising or service delivery. We want to talk
about the people we work with, the communities we’re in and
the issues we’re passionate about. We want to find and talk to
people who can help us get change, deliver services or make a
difference”.
Well, Social Media is about all that, telling stories and having
conversations, having a space to do that … it just happens that
the space is on a computer.
(From ‘How to use New Media’ - Media Trust).
On line collaborative
conversations…..
'The Conversational Web', not a Broadcast.
Listen more than talk

7. Social media is online media that starts
conversations, encourages people to pass it on
to others, and finds ways to travel on its own.
Idealware - http://www.idealware.com

8. Is your organisation on Social Media?
No? Probably – Yes!
Who is using Social Media?
Does your organisation have a website … that is interactive?
Have you got a blog?
Do you use YouTube or Flickr?
Are you on Facebook?
Do you Tweet?
Do you use web tools to improve organisational efficiency?
Have you checked?!
How are you being represented?
How are others marketing what you do?

9. You’re Famous!

10. http://socialmediatoday.com/kate-rose-mcgrory/2040906/uk-social-media-statistics-2014 - @socialmedia2day
Not something to be ignored.
Now is always the right time …
... tomorrow isn't
96% of internet users aged 18-34 are on one of more social networks
Use of social networks is 64% of all the time spent on the internet in UK
The main networks
Facebook – 31.5 million users, 26% are Aged 25-34 (Comscore – Dec 2013)
Twitter – 15 million users, 40% just read & don't post (Twitter – Sept 2013)
Linkedin – 10 million users (Linkedin – Mar 2013)
Google+ – 3.9 million active users (12.6 mill reg'd) (Weare.social – Dec 2013)
For media
YouTube – is the second most popular search engine
Pinterest – massive growth from 200k in 2011 to 2 million in July 2013

11. Why use Social Media?
We're all 'content creators'. Our message is as valid as
anyone's – whatever size organisation. Our fundraising
activity can be just as effective
Increased Reach - traditional reporting barriers broken down
and communities empowered
Tasks that took days, take hours, News that took minutes
takes seconds!
Conversation not Broadcast. Listen
more than you talk.
'The leveller'. All community voices
can be heard together.

12. Increases speed of communication – fastest way to
(Action) spread messages than through social networking.
Less of financial cost - ‘expense’ may be time
Widens message to people/groups that could be missed
(Awareness) using traditional methods – ‘viral’ marketing
campaigns hugely powerful creating awareness
extremely efficiently. Friends tell their friends.
Deepens to build new and different networks –
(Fundraising) communities of interest to bounce ideas off and
share experiences, increase commitment and
belonging for campaigning activity. Show
understanding and start some conversations!
Think of an activity your organisation does ...
How could it be helped by social media?

13. Generate on-line conversations, promotion and awareness
(Change) about the work or latest campaign by the
organisation. Use RSS and Google Alerts to stay ahead
of developments in your area of interest
Joins together communities who are interested in similar
(Action) things, have the same likes or are striving for the
same objectives. Tell your visitors and supporters
about your work in a new way
Consider all Five of these together and you have tools that are
very powerful – Social Media For Social Good
Commoncraft Video explaining Social Media
Think of an activity your organisation does ...
How could it be helped by social media?

14. Giving Digitally to Charities
30% of all UK web traffic from phone/tablet (ComScore – Dec 2012)
48% of traffic to JustGiving is from mobile device of which 17% is
from Facebook alone
Most popular Charity Interactions
– Facebook – 55.9% Female
– Youtube – 31% Male
But only 11% of donations by text
Large charities spend as much as 12% of their income on
generating funds (for small charities its around 5%).
(2013 – 'Give As You Live' – Digital Donor Survey
http://www.giveasyoulive.com/digitaldonorreview
http://www.flickr.com/photos/intelfreepress/9070772122/sizes/o/in/photostream/

15. Which Tools do you use now?
In pairs share how you would fundraise for a cause now
What is your cause or campaign?
Which tools & methods of communication are you using?
Face to Face, Direct Mail, Print, E-mail … Why these?
What are their limitations? Which are effective?
How much do they cost? Which is best value?
What are the issues and challenges you face?
What is holding you back?

16. There's a 'problem' with social
media fundraising in the sector
Where to start
Knowledge
Confidence / Fear
Capacity / Resources
Access
Time
Cost
Scepticism
Any more?

17. Have a plan for your storytelling
Know your objectives and have a clear message
Help local homeless community people to live and eat well
Research where your audience are – do you know?
Listen to find out, work in spaces where your target audience are
Tie together a strategy for the story – who / how
Which voice is best to tell – What style of conversation best to use
Choose tool to match audience and implement
Look at what other organisations have done & works well?
Don't neglect your 'offline' spaces and use 'hooks' to this content
Sustain the conversation and say thank you
Encourage people to return, keep it new, links from websites
Engage with people on line, be receptive, respond, react

18. Start Conversations - Build a following
It can be difficult to get people to
come to you... ...it’s easier to go to where people are
To participate, people are reluctant to learn a 'new network AND new topic'
Question - Ask yourself and your organisation:
Do you know who is your audience is & how they communicate?
Are they already using social media sites (and which ones)?
Build a genuine open relationship first, engagement follows

19. Media Channels
Make it Personable
Press releases are dull (OK at Start & End)
Use Mixed Media and combinations by
audience
– Audio - Audioboo
– Photos - Instagram
– Video - Youtube
Have a website – even just a Wordpress,
Squarespace or Weebly site to Tell your
Stories

20. Media Channels
Takes web or paper based giving to the next, immediate level.
Create a buzz!
Use Facebook to build a Group and conversation for the Page
about your fundraising campaign
Use Twitter to discover what others are posting about your
fundraising campaign
But make sure they all point back to your website – the space
you have control on look and feel as 65% of donors check this
before donating.

21. Build your Narrative and Build Success
1.

22. Build your Narrative and Build Success
Started by Scottish 9 year old Martha Payne in April 2012 as a school writing
project to document lunchtime meals
Seen by social media users … but as not all reviews of
the food were good the local council tried to close it
down… which generated MORE interest!
Martha appeared on TV & Newspapers and always
replied to many comments on blog and featured
worldwide meal pictures
Chef Jamie Oliver supported campaign to get better school meals and link to the
“Mary's Meals” JustGiving campaign raising funds for school food in Africa.
Small targets set to support this
campaign
But...

23. Build your Narrative and Build Success
Initial target of £7,000 now at £142,738 for Mary's Meals
A book of the story has been published to raise more funds
A local council changed
it's social media policy
The blog has over
10,000,000 hits
But the important
part...
Children who would
have been hungry in
African schools are
now being fed!

24. Bring in Mobile - All the tools in one place
All the tools we had are are now part of our mobile devices
http://q-ontech.blogspot.co.uk
Here are some we can use to raise funds
or

26. Audience for Mobile
http://www.textsprout.com (2013)
By 2013 :
900 million Android Devices
600 million iOS Devices
82% of all UK mobile phone
sales are smart phones
21% of US web users use ONLY
a mobile device to go on-line
17% of Global Web Traffic from
mobile devices
81% never turn their phone off,
30% check when they wake up
Mobile IS overtaking the
Desktop for web access

27. Mobile Websites
By 2015 mobile overtakes desktop for web use
How does your website look on a smartphone?
Make website responsive (test across platforms)
Avoid excessive text, images & tiny buttons & Flash / Animations
Make donor sign up very easy
with clear call to action
Make it 'Socially Sharable'
Minimise data entry – no long
forms
Remember visitors may be on
slow connection

28. Giving by SMS
Offered choice of £1, £3, £5 & £10, most frequent
donation is £5 (Instagive – Feb 2014)
Make the Action Clear and the Transaction Simple
Can be a one-off 'appeal'
or regular monthly SMS
which donor can
respond with amount or
'SKIP'

29. Jack Draws Anything
6yr old Jack Henderson - drawing pictures for
friends for Sick Kids Friends Hospital in
Edinburgh who were caring for his brother.
Local Media Coverage → National Media
2 weeks → 536 requests, £10k raised
Built on a free website
Link together social network sites & make it
easy for visitors to Like or to Follow.
7400 Facebook Likes, 1000 Twitter Followers
2000 emails a week, 400k website visits, 5.8
million Facebook views!
Wanted to raise £100 - over £59,000 raised
Uses a Just Giving page to manage donations
Completed 500 drawings
Book of 290 drawings published

30. Audio – charity shop awareness raising
Visit
Less intrusive way to let
people know about uour
work & campaigns
Embed in website
Comments make
conversations
Instant reporting when
editing not a concern
‘Audacity’ – free software for
recording and converting to
MP3 to load to the web
http://audioboo.fm/boos/191031-snapped-by-the-charity-
shop#t=0m37s

31. Use the camera - Photos
Posts on Facebook with an image get 53% more Likes
than without. (Social Media Examiner)
Use visuals in blogs, tweets and posts .. share pictures on
Instagram & Pinterest
Include message to donate, to announce hashtag and to Thank

32. Use the camera - Video
66% of world's web traffic will be video by 2017
25% of videos on Youtube are watched on mobile
Instagram videos - twice the engagement as pics
https://vine.co/v/b5tnVIVjt2M

33. Important to meet people where they are and they platforms
they are already on
- A generation like(d) mailed / e-mail campaigns
- Current 'Baby Boomers' use with social media
- 'Millennials' have only known SMS and mobile as a way to
communicate and engage!
If your online presence doesn't allow 'share & connect' then
it's invisible to many
67% of donors hear about a campaign via TV or Radio, only
28% via social media
Social Media reaching the right people

34. Social Media – Shortens cycle
Meet people where they are
and on the platforms they are already on
A generation like(d) mailed / e-mail
campaigns
Write or call …
Get donation pack …
Complete forms …
Post to Charity …
Cash Cheque …
Wait for Clearance ...
(From www.pinterest.com/markphillips/old-charity-ads)

35. Social Media – Shortens cycle
Current 'Baby Boomers' use social media
'Millennials' have only known SMS and mobile as a way
to communicate and engage!
If your online presence doesn't allow
'share & connect' then it's invisible to
many
Thanks - @jon_bedford & JustGiving

36. Important to make profile 'followable'
- DO add Pictures (logo, background, recent images), Place, Profile and Page
- DON'T leave these blank or over-sell and push advertising
See content of tweet, not the tweeter
Accounts to follow - @fundingcentral. @ukfundraising, @justgiving
A small network of quality followers often results in better conversations through
shared links/knowledge than a large network of followers who never share ideas.

37. Created a Twibbon based campaign with a target to raise £1000
Simple call to action
Low effort tools
Viral message – supporters wanted the Twibbon on their avatar
Reached target in 48 hours
Added 2000 new followers on Twitter
2320 page views of website
Dogs Trust have a very clear and simple logo, colour scheme and
message across all social media sites

38. Facebook on PC and Mobile
Use the space on the
Facebook header to promote
your charity
Embed links & Apps to external donation sites for fundraising
Works across mobile platforms too

39. Tell your story & Have Conversations

40. Consistency across all websites &
social networks
Link closely with offline promotion

41. Use website to show progress
Add direct fundraising 'ask'
to your website
Or show multiple people who are fundraising for you in one place.

42. Measuring Fundraising Success
- Check how many times links are clicked on Bit.ly
- Listen what's said about your organisation using Topsy
- Monitor Google Analytics, Facebook Insights, Wordpress visits
- Measure Tweetreach, SocialBro, Social Mention, Sparkwi.se
- Visualize Infographics on Visual.y, Infogr.am, My Social Strand
BUT …. real success is not just about the numbers
- Tell stories of real people and real changes
- Build relationships & success by joining in conversations
- Social media presence an reflection of your organisation
- Engage press, funders, supporters with pictures and video
Say Thank You!

43. Just Giving BmyCharity Virgin Money Giving
Online Giving Sites
Have different pricing structures / fees – check which is best for you
Very 'social' - easy to involve others from outside your fundraising campaign
Buttons and widgets you can include on your own website, blog to chart progress
Short cod SMS donations. Amount & campaign code (e.g. £3 DEMO12) to 70070
Small amounts on 'Click Through' and Affiliate sites can generate funds slowly

44. Mobile Fundraising – Ingredients
A compelling story – Emotive & with Actions
Present Challenges, Creativity & Connections
Feedback loop – people like to see difference their donation
makes on-line enables this to be immediate

45. Recent Successful Campaigns
Stephen Sutton raised £3.9million on JustGiving for
Teenage Cancer Trust (aim was just £10,000)
Give anywhere – show friends your fundraising page in the pub or
coffee shop. Work social media!
Show progress updates – maybe a blog, include pictures (funny or
for sympathy … and support)
(But do check
charges e.g.
JustGiving 5%
of donations)

46. Mobile Apps for Fundraising
Fundraising – Dashboard and Donation Platform,
e.g. Virgin – 30% of their traffic from mobile in 2013
Made to be Sociable for sharing with friends and simple to
get donations.
Games – With an action
and a donation
e.g Porchlight
Raises awareness of rough
sleepers through game-play
that makes the donor think

47. Kiva (loans) Crowdfunder (UK), Sponsume, Indiegogo Peoplefund.it
Many People + Small Donations = Crowdfunding
Ideal for a short fundraising 'push' as part of overall fundraising strategy.
Inbuilt mobile social network links, but don't forget off-line promotion too.
May have a “money can't buy” incentive. e.g. signed copy of book or visit.
Some make loans (Kiva) or pledges (Pledgebank) to help developing countries
realise their aims or make purchases.

48. Crowdfunding
If people give … they all win. Builds a Community
A clear and attainable
fundraising target.
A heartwarming story
Have 'Crowdfunding Champions' – passionate local supporters to generate
involvement

49. Crowdfunding – Stretch Targets
If people give … they get. Generates Involvement
Supporters can make small donations
to the cause. Firstgiving.com includes
funding evaluation tools
Use video – 80% of top
CauseVox.com campaigns
Create Twitter & Facebook 'buzz' (e.g.
Crowdrise.com)
Select if donations only taken if goal is
reached
Commission 5%-9%

50. Crowdfunding – Be Aware
Some campaigns are not all they seem to be
– Use a trusted platform
– Benefits may be too good to be true
– Do you trust the timescale, amounts & goal?
– Genuine conversation with other supporters?
– What happens if goal not reached?
– Is there a website you can trace back to?
Useful Guides on CauseVox (TechSoup) & Kimbia
http://www.kimbia.com/need-feedback-crowdfunder-bill-rights/..

51. Does it work for you?
Think back to your cause or campaign?
In pairs share how you could now fundraise your cause
Can you write down your fundraising message in 140 characters,
what hooks would you use?
Could you blog about it? Make a video? Find a beneficiary to
record an audio interview with? Make you website social?
How would you interest people
in what you are fundraising for?
Pitch your message!

52. Some Notes and Tips
Think 'Mobile First' when specifying and designing a new
website - increasingly where visitors come from.
Only 17% of Charities have a mobile giving plan. No Time, Resources,
Understanding are main barriers.
The campaign may happen around you, be 'part of' it even if you didn't
initiate it.
Be ready to respond with donation
channel if your org gets mentioned
Keep community updated using social
tools such as a blog during the campaign
– and after it's ended. (70% said this is
important – 2013 mGive)

53. http://www.janetejohnson.com/social-media-
trends-2014/
Where is the
world of Social
Media going
next ...
… how can we part
of it?

54. NFC – Near Field Communications
Unicef use NFC Stickers on 'Flag Days' in Hong Kong.
Tap an NFC smartphone on the sticker to take donor to the charity mobile
friendly 'Donate Button' page.
“I'm a Volunteer Too” stickers 30 times more takeup and
increased reach by 6 times as others see them and continue to tap...
But cost of stickers needs to be factored and if the audience has NFC
enabled phones
Also used on movie and music posters

55. Instant giving – smartphone swiping
Connect via a Jack or Bluetooth
App runs on Device
Paypal Here (UK)
IZettle (Europe)
Terminal (£49) and Transaction costs (2.75%)
Maybe daunting to some orgs & donors
Take instant payments
Ideal for events and festivals
Need a good internet connection

56. Mobile Wallets
Register Card details with Wallet service,
balance deducted when payment made
Google Wallet – also integrated with Donate Buttons on
NFP YouTube pages
Simple Transaction, no need to carry bank/credit card
Early adopters FOSS &
Activism orgs, also now RNLI
1 bitcoin = £349 but wide
variations in value of bitcoin
transactions, too risky?

57. Step 2 – Pick one goal to pursue
1 Social network use similar to how use of telephone or newsletters was
2 Digital space is the place where people communicate, seek, read, share,
purchase & network. Can't ignore it any more
3 Know your Message (WHAT), An Audience (WHO), Your Aims (WHERE)
4 Have Champion/s who can steer, update & reply, allocate time
5 Get full organisation buy-in to social media usage guidelines
6 Be clear, honest and credible. Build Trust. Web is traceable & for ever,
if you don't want it in local paper (or your mother to hear!) don't post
7 Select best social media tools as part of your overall resources with
added dimension they enable of social actions & conversations
8 Your flyers, your email signature and your website are the hub with
many linked social media spokes leading from them
9 Your social media presence is active the moment it goes live.
Be prepared!
Summary - Social Media Fundraising Plan

58. Key Thoughts & Links
Can I tell my story on-line?
How do I decide what tools I need?
Which tools do you plan to now try out?
Start small … which one could you try out today?
Mobile for Good. http://www.nptechforgood.com/2014/03/02/mobile-for-
good-a-how-to-fundraising-guide-for-nonprofits/
Online Fundraising Survival Guide.
http://learn.networkforgood.org/OnlineFundraisingSurvivalGuide.html

59. Thank You
Paul Webster – Digital Skills Advisor & Community Builder
@watfordgap – paulwebster43@gmail.com
Tel : 07876743096
Any Questions?